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T&M Challenges of Mobile TV - Vision from Agilent

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1 T&M Challenges of Mobile TV - Vision from Agilent
Gail Heck-Sweeney Agilent Technologies Good Morning, Ladies and Gentleman! Today, I am very happy to have the opportunity to discuss the market trend of “broadcasting and mobile convergence”. From Agilent’s point of view, we believe each person will want only one mobile device that can cover voice, data, digital video and audio in the near future. Mobile TV will be one of the drivers of this trend in the world. So today, I will use Mobile TV as an example & address its challenges in global standards, technologies and test and measurement. The role of Agilent Technologies is to provide premier T&M tools to the engineers that create success in the future. T&M Challenges of Mobile TV - Vision from Agilent

2 Recent Top News UHF TV Bandwidth Made Available to Mobile Operators (Nov 2007) After a month-long meeting, which ended Nov. 16, the World Radio communications Conference has reached a compromise that gives mobile service providers access to bandwidth reserved for TV broadcasts. Beijing 2008 Olympics to Drive Chinese Mobile TV Services to Reach $98M (Jul 2007) China's mobile TV market is forecast to grow from $36 million in 2007 to $98 million during the Olympic Games in 2008, according to the latest research from Juniper Research. First, let’s review some very exciting news from around the world in the last month. The news paints a bright future for broadcasting and mobile service convergence. No.1 news is that Nov. 16th, the World Radio Communication Conference reached a compromise that gives mobile service providers access to bandwidth reserved for TV broadcasts. The conference, under the auspices of the ITU, sets the strategies and frequencies for global mobile communications and broadcasting worldwide every three to four years. It seemed deadlocked on the contentious issue of whether and how to transfer part of the UHF TV bandwidth to mobile operators. The decision will give makers of wireless equipment more confidence to develop better and less expensive Internet devices. It will also allow operators of 3G networks to make better use of their frequencies and thus offer services at lower costs when the analog UHF bandwidth is scheduled to be switched to digital operation in most regions over the next decade. This is a new opportunity for the entire industry. The No.2 news is the China TV market will more than double within a year from now, before the 2008 Olympics. The Olympics will be an important trigger for the market. Do you believe as I do the numbers could be even larger. Today most of us in this room have cell phones. Most of your cell-phones are very powerful with strong office functions, audio and video Some may have WLAN and GPS built in. But most of us still depend on a laptop pc and have TV sets. We believe the most important trend is “Everything Mobile” and “Mobile Everything”. That means, you have voice, data, TV, audio, video, DC and even GPS in one mobile device. You order one service package from one provider, and you have everything in your mobile device. Note, I am not using cell-phone since phone is just one function of your mobile device. Like the popular saying, “This is a 5M pixel digital camera with a cell-phone embedded”. That is the wireless world in 3-5 years. This can change my life, your life and everyone’s lifestyle. Trend: Multiple technologies will be integrated in one device Qualcomm released chipset including multiple mobile TV technologies Audio, video, and wireless data technologies like WLAN, Bluetooth, and cellular communication technologies will be integrated in mobile devices such as handset or PDA. T&M Challenges of Mobile TV - Vision from Agilent

3 Infrastructure Providers
Mobile TV Value Chain Handset Providers Content Providers Mobile Operators Content Aggregators/ Broadcasters End Users Cooperation Broadcast Content Unicast & on-demand Infrastructure Providers Content Requests Service Activation Subs&Billing T&M Vendors One thing which changes everyone’s life is a great business opportunity. Mobile TV has all the features leading to a huge new industry. This picture highlights the most important food chain attached to the Mobile TV market. Content providers: repackage TV content for real-time, live and clipped distribution over mobile TV networks (e.g. CNN, ESPN, Disney) Broadcasters/Content Aggregators: collect content and transmit directly to end-users; own broadcast network (e.g. Crown Castle, MediaFLO) Wireless operators: own the customer and cellular networks that provide the link to mobile TV service, manage customer interaction, own billing; are mobile TV resellers Certainly handset providers, infrastructure equipment providers and test & measurement vendors will provide all the hardware/software tools to support the service deliverable systems. A very interesting report these days from the US, is that video business on networks will eat up all backbone bandwidth within 2 years. Does that mean we may see a new booming age of dot com and network through Mobile TV and IPTV? We are expecting that very exciting day. T&M Challenges of Mobile TV - Vision from Agilent

4 Mobile TV Market Estimates
Mobile TV market is truly in its infancy. Commercial deployments just began. The number of mobile TV subscribers will reach 169 million in 2010, posting a CAGR of 310%. By regions, mobile TV subscribers will reach 59M in North America, 41M in Western Europe and 69M in Asia Pacific in 2010. Asia subscribers represent 40% of the total marketing throughout the forecast period 80% subscribers will use broadcasting mode TV in China market around 2010 (from In-Stat) Source: CIBC World Markets Estimates Mobile TV will be a big market, different consulting companies have different prediction numbers. A very important estimation is the number of subscribers. The absolute number by year may not that accurate, but you notice the growth rate, it is absolutely huge from all sources. The quick growth is everywhere in the world rather than regional. Today, the market is truly in its infancy. It is an important moment for the whole industry to decide the strategy for the long run. For example in China, We have to find a solution for 360M TV subscribers and 500M Mobile Phone subscribers when all of them are moving to digital video and adding more wireless functions. A recent report from In-Stat provides an interesting analysis, that 80% of mobile TV users in China in the future will use broadcasting mode. This is most likely to compress a home TV to a mobile device and be portable. It will combine with other traditional mobile functions like voice and data. How to integrate different formats, different mobile features, different bands and different vendors, how to have a mobile device with global roaming functions, these are the challenges for all of us. Important to note -The estimates do not incorporate the current market for cellular based “TV like” video. -The estimates focus on the mobile phone opportunities and are not building in estimates for mobile TV on a laptop or in a video iPod like device, or in other mobile devices such as automobile T&M Challenges of Mobile TV - Vision from Agilent

5 Digital Mobile TV – World Map (Updated)
DVB-H trials are underway in various European countries and seems to be the best-positioned standard in this region. EU decided to adopt DVB-H. N.A : Networks based on MediaFLO & DVB-H are being deployed and the commercial services was launched in Mar. 2007 A geographical view is also an interesting picture of the world of digital mobile TV. We see a lot of diversity in the world. We see different formats in different regions. Different countries have different policies, Different operators have different preferences, Different users have different traditions. Beyond the technology, this is the biggest challenge for Mobile TV to be implemented and evolve smoothly. When you look at the map on this page, interest in different geographic regions is definitely the key word. As a global premier test and measurement company Agilent is committed to support the global formats in 3G, 4G and Mobile TV. Yet we see many challenges when handling many different formats and modes, different paces of implementation and long R&D life-cycles to support the global market. All other global industry partners, we believe are facing the same issues. In South Korea, a satellite based DMB and terrestrial DMB service are already active, which launched in May and Dec 2005 Asia (excepts Taiwan, Japan and Korea) will see are relatively slow rollout of mobile TV. Taiwan & Australia are in trial of DVB-H and also likely to be MediaFLO as well. T&M Challenges of Mobile TV - Vision from Agilent

6 Summary of Technologies – Too Many Standards!
DVB-H FLO T-DMB T-MMB (Proposal) S-DMB STiMi (Proposal) ISDB-T 1-seg Modulation OFDM CDMA Channel Coding RS+Conv RS+Turbo RS+LDPC Interface TS Proprietary MDU Logical Channel No Yes Power Saving Time Slicing Time Slicing &Freq Slot Micro Slicing Code Division Time Slot Narrow band Bandwidth (MHz) 5-8 6 1.7 25 8 0.43 Max Throughput (Mbps) 33 11 1.5 2.3 7 16 1.8 Let’s take a quick look at technologies of Mobile TV. No matter how well you understand the technical terms, you immediately have the impression of: “So many standards”. If you know the technologies, you just need sharp eyes to quickly compare the key technologies used by different formats. Your first impression: “So many similar technologies”. Yes, so many standards share so many common technologies!. Technology differentiation is not the reason for so many standards. The reasons lie in political and economical considerations which are often the most complicated. For test and measurement, Agilent is producing test solutions for the major mobile TV formats. The challenge for us at this early stage is how to address different formats’ different needs. The same challenge for many of our customers. Our next challenge is when several formats are integrated in one mobile device, how do we test the device and the system in operation? T&M Challenges of Mobile TV - Vision from Agilent

7 Challenges For system and devices Battery saving
Mobility with high data rates Impulse noise tolerance Increased general robustness Support for seamless handover Integration of multiple standards Installation and maintenance Technologies matured, more challenges from political issue and business model For test and measurement RF measurements Video measurements To summarize the challenges addressed in the past several slides: We see high growth and a huge mobile TV market, We see challenges from technologies, geographic policy diversities, and multiple standards. This is like a hunter searching in the forest. He is equipped with a powerful weapon that is the technology, but how to find the target needs innovation because the deer is no longer on the ground. A quick solution is to send several hunters to the forest, (share the vision and technology). Then you can locate the targets very quickly and the team can share the benefit not only from one deer. This is why we should sit together today and look at all opportunities as a global team. For test and measurement, mobile TV gives us bigger challenges than before since video measurement is needed. Beyond RF measurement, we need to address the protocols and video test. System level measurement from physical layer to application layer is needed. Let’s see how Agilent addresses those issues. T&M Challenges of Mobile TV - Vision from Agilent

8 Agilent Mobile TV Solutions
Signal Source RF Performance Test System PSG uW + ESG DVB-T/H R&D MXG N7623B: Signal Studio for Digital video (DVB-T/H/C/S, ISDB-T,DTMB,ATSC) N7616B: Signal Studio for T-DMB Mfg. Signal Analysis Connected Solutions 89601 PSA ADS From Agilent, we provide a series of mobile TV test solutions on the physical layer. We provide signal sources, signal analysis, performance test solution and EDA tools. We support DVB-T/H/C/S, ISDB-T, T/S-DMB, ATSC & the China Terrestrial DTV standard DTMB. These solutions help R&D engineers design their mobile TV device from chip set to system level. Agilent is placing efforts in all of these RF measurement solutions, to provide more formats and functions. MXA + E9285B-H01 for DVB-T/H E9285B-H02 for ISDB-T E9285B-H07 for DVB-SH 89601 SW Demodulation 16, 64, 256 QAM(DVB-C) QPSK(DVB-S) 8/16VSB (ATSC) DTV Design Library in ADS DVB-T/H/C/S, ATSC, ISDB-T T&M Challenges of Mobile TV - Vision from Agilent

9 Very Simple Demo – QoE Beyond the RF
Package Loss Measurement Video MOS Measurement Mobile TV needs measurement beyond the physical layer. End users care about a quality experience of the video/audio and protocols of the video. Human eyes are the best image sensors in the world, so how do we test video quality with correlation to the human eye is a big issue in the video broadcasting business. Through our research at Agilent Laboratories, we find different video formats, bit rate and motion factors will have different qualities on the mobile device. When the wireless channel is very dynamic, the video quality is variable. This quick demo developed in our lab shows how different video motion and formats influence the quality of the video even though the bit rate and packet loss are the same for two TV channels. This is unique to digitally compressed video that is the format in the future world. By using traditional packet loss measurement, you don’t see a big difference in video quality from one channel movie or between different channel movies. But when you look at Agilent’s measurement as the Mean Opinion Score on the right button, you can clearly see the difference. Our conclusion is video quality monitoring is needed everywhere and every time in your mobile TV network. RF measurement is not enough, video quality experience will be a big challenge in network operation. Key Learning: Real-time in-service video quality assurance is critical for mobile applications Multiple video stream formats and data rate will bring much more complexity Customers pay for QoE, rather than QoS in video service T&M Challenges of Mobile TV - Vision from Agilent

10 Agilent Triple Play Test Solutions
Innovative End-to-End Measurement Capabilities N2X Multiservice Test Solution Voice Quality Tester Network Tester Triple Play Analyzer and DNA Signaling Analyzer FrameScope™ Pro Wirescope™ Pro NGN Triple play + 3G mobile – Quadruple play Triple Play and Network Security Voice Quality Analysis Triple Play Analysis IPTV Handheld for Triple Play VoIP IMS Triple play Infrastructure validation for the lab from core/carrier edge to broadband access Triple play application traffic emulation & precision measurements – Multi play End-to-end objective voice quality test, including clarity, echo and delay testing Local & distributed, multi-user, Triple Play and mobile installation & troubleshooting Individual call tracing and network optimization across multiple mobile technologies Network-wide monitoring and troubleshooting Handheld triple play service quality testing & troubleshooting Agilent is addressing protocol test and video quality test with a full series of products. We believe, the triple-play concept will apply to wireline and to wireless mobile. Digital video broadcasting will be the key new business for the whole industry. It will influence everyone’s life and work. Test and measurement companies can’t work alone to support the whole food chain. We need to work with all our partners in the room today and many other customers all around the world to address the key business issues and technology barriers. We would like to work closely with you. R&D System Verification Deployment Troubleshooting Management R&D System Verification Installation & Maintenance Management Simplifying Triple Play Test Complexity Through The Technology Life Cycle Simplifying Triple Play Test Complexity Through The Technology Life Cycle T&M Challenges of Mobile TV - Vision from Agilent

11 Welcome to Agilent China
Agilent is a global company. For digital video and mobile TV, the company today places emphasis in China. Most of mobile TV RF test solutions and triple-play solutions are done with R&D in China. This year we built China Video Operation in Beijing. Our new Agilent Campus is just several blocks from here. We have another R&D team in Shanghai to address protocol and video stream test. Our mission is to provide state of the art digital video test solutions for the global market. We also locally support the China market, which is the No.2 market for Agilent. Welcome to Agilent Technologies. We want to work together with you to bring about the brilliant future. We are close to you everywhere. Thank you. T&M Challenges of Mobile TV - Vision from Agilent

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